PHX Design Thinking Empathy Mapping Workshop - August 2018
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The document describes an empathy mapping workshop held on August 16, 2018, focusing on design thinking and customer experience strategies. It outlines the steps of empathy mapping, including understanding customer perspectives and themes, which aims to promote alignment within teams. Additionally, it presents profiles of participants, detailing their goals and motivations to enhance engagement in the Phoenix design thinking community.
PHX Design Thinking Empathy Mapping Workshop - August 2018
- 1. Empathy Mapping Workshop Thursday, August 16, 2018 Phoenix Design Thinking & Innovation Collective Co+Hoots
- 2. 2 Tony Quiroz (“key-rose”) Senior CX Strategist Katie Blalock Marketing Operations Technologist
- 3. The Design Thinking Process 3 https://dschool.stanford.edu/resources-collections/a-virtual-crash-course-in-design-thinking
- 4. What makes Design Thinking effective? ● Customer focus right from the start ● Clear definition ● Divergent thinking challenges the status quo ● Rapid prototyping & test ● Faster iterations = faster time to value 4
- 5. Step 1 = Empathize ˈempəTHē/ noun 1. The ability to understand and share the feelings of another. 5
- 6. 6 Example: “The Student Experience” Freshman Senior
- 7. Challenges Apathy - “Just tell me what to code and I’ll code it.” Too broad of a target - “This project is for all new & existing customers...” Organizational ruts - “That’s not how we do it here.” Assumptions - “We already know who our customer is.” 7
- 9. Empathy Mapping: 1. Hands-on 2. Multi-dimensional (think, feel, do) 3. Team sport 4. Fast & easy 5. Promotes alignment on customer POV 9
- 10. 10 2. See the experience through their eyes 3. Identify themes, insights, and opportunities 1. Get to know their goals, attributes, etc.
- 11. When to use: 1. Discovery phase / beginning of project 2. As a lead-in to customer journey mapping 3. Ideation cycles 4. Refresher 11
- 13. Facilitating: 1. Do it with a purpose (business goals defined) 2. Lightweight Personas 3. Post-its, Sharpies, dry erase markers 4. Draw the empathy map on a whiteboard or a giant Post-it 5. Can also do this virtually using RealTimeBoard, etc. 6. Break into groups: Each group does a section (5 mins) then presents to room, or… 7. Break into groups: Each group does a full empathy map and shares with the room 8. Summarize themes & identify actions 13
- 14. *Lightweight Personas* 1. Do your research 2. Prioritize 3. Omit pain points & emotions (save for workshop) 4. Make ‘em real 14
- 15. Let’s do this 15
- 16. Empathy Mapping Workshop: 1. Six personas representing PDT&IC attendees 2. Break into groups of 3 or 4 3. 5 minutes per section 4. Present at the end 5. Work together to identify themes 16
- 17. How do we get more people, communities, and spaces engaged in the Phoenix Design Thinking Meetup? 17
- 18. Trina Isakson - Educator 18 “Life is busy, but I wouldn’t have it any other way. I think it’s important to learn and experience many different things. I encourage my kids and my students to do so all the time.” Adjunct Professor Mesa Community College Interior Design - AAS Degree Mesa, AZ 39-years old, married, 2 kids Trina is a part-time professor and full-time mom. She also does occasional freelance projects, mostly for people she met via friends and family. Goals ● Stay on top of best practices / how companies are employing DT ● Get students plugged in to potential learning and career opportunities ● Build her network of local businesses who hire Education / Training / Tech ● Masters in Design from ASU ● Macbook Pro, iPhone 7 Plus ● Various conferences & meetups ● Design shows on HGTV and Netflix Awareness Interest Motivation Knowledge 0 105 Photo by SFU / CC BY
- 19. Jenny Tang - Student 19 “As I head into Grad School, I’m still trying to learn as much as possible and meet interesting people who inspire me. I also need to start exploring potential careers!” Student ASU Herberger Design School Master of Industrial Design (MID) Tempe, AZ 22-years-old, single Jenny is an International student from Shenzhen, CHN. She’s always had an interest in the design of everyday things that most people take for granted. Goals ● Get her MID degree ● Find a job at a cool company and stay in the US after graduation, if possible ● Make friends who share her interest in design Education / Training / Tech ● BSD (Industrial Design) from ASU ● IDSA Student Chapter meetings and workshops ● Macbook Pro, iPhone 8 ● Instagram, WhatsApp, Facebook, Pinterest Awareness Interest Motivation Knowledge 0 105 Photo by Harald Groven / CC BY
- 20. Lucas Garcia - Digital Marketer 20 “I love working at an agency -- my clients are awesome and my hard work always pays off. But between my demanding job and the book I’m writing, I have no social life, lol.” Sr. Content Strategist Zion & Zion Tempe, AZ 28-years-old, single Lucas works on top-tier accounts at a busy marketing agency. He’s also working on his first novel, a semi-autobiographical story about growing up in a tiny border town in Arizona. Goals ● Stay connected to other local writers / writing professionals ● Get meaningful input on his novel; work towards publishing ● Be more social apart from his work ● Meet a nice girl Education / Training / Tech ● Macbook Pro, iPhone 6S ● Google Pixel ● Journalism Degree from UCSD ● Various marketing conferences and meetups Awareness Interest Motivation Knowledge 0 105 Photo by CMY Kane / CC BY
- 21. Melissa Hayes - UX Professional 21 “I didn’t see myself coming back to Arizona, but I miss my family and need a change of scenery. Once I get my daughter settled, I’ll figure out my next career move” User Experience Designer U-Haul Phoenix, AZ 30-years-old, single mom, 1 kid Melissa recently moved from Portland, OR back to AZ to be closer to family. She was happy to land a job at U-Haul, but she sees it as a bridge to a yet-to-be-identified next step in her career. Goals ● Help her daughter adjust to life in AZ ● Get some design wins at work to make a good first impression ● Improve & add to her portfolio ● Build her AZ UX network Education / Training / Tech ● BA (CIS) from University of Oregon ● Macbook Pro, iPhone 6 Plus ● 1-2 UX conferences a year ● Avid reader and podcast-listener Awa Interest Motivation Knowledge 0 105 Photo by CMY Kane / CC BY reness
- 22. Vicki Munoz - Interior Designer / Small Business Owner 22 “I pride myself on listening to my clients and really getting to know them before I start working on their projects. It’s the key to a great relationship and a great result.” Owner / Founder Design by Vicki Scottsdale, AZ 31-years-old, married, no kids Vicki just started her own business after working in the field for 9 years. She’s a one-person company for now and likes it that way. She’s always learning about new trends in design. Goals ● Build her brand reputation ● Get a steady flow of new projects via word-of-mouth referrals ● Discover new design ideas & trends ● Find unique stores & online resources for design materials Education / Training / Tech ● BS in Interior Design, U of A ● ASBA and other SMB-type events ● Macbook, iPad Pro, iPhone 7 Plus ● LinkedIn, Angie’s List, Houzz Awareness Interest Motivation Knowledge 0 105 Photo by Javcon117 / CC BY
- 23. Photo by Caitlin Childs / CC BY Steve Wright - Entertainer 23 “I love meeting all kinds of people and understanding their sense of humor. It helps me brainstorm new material. And if I can get them to come to my shows, even better!” Stand-Up Comedian Phoenix, AZ 25-years-old, single, and loving it Steve jumped into the comedy scene at a young age. He recently moved from LA to Phoenix in hopes of landing more sustainable gigs. He’s also a part-time server at Zipp’s and loves watching sports (go Raiders!). Goals ● Meet as many people as he can and get them coming to his shows ● Quit his day job and work in the comedy industry full-time ● Make a higher and more steady income to reduce financial stress Education / Training / Tech ● High School Grad ● Facebook, Facebook Events, Meetup.com, Twitter ● Samsung S7 with a broken screen Awareness Interest Motivation 0 105 Knowledge
- 24. Legend: 24 ● Goals - What are they focused on right now, both personally & professionally? ● Tools & Training - What technology do they use? What learning experiences have they had? ● Meters: Awareness Interest Motivation Knowledge 0 105 - How familiar are they with the PDT&IC Meetup group? - What’s their level of interest in the topics & socializing w/others? - How driven are they to attend meetups & other events? - How much do they know about Design Thinking & associated practices?
- 25. Ready? 25
- 26. Go! 26
- 27. What did we learn? 27
- 28. 28 Questions?
- 29. 29 Thanks! Tony Quiroz - Senior CX Strategist Katie Blalock - Marketing Operations Technologist